In a world where digitization is becoming more and more widespread, we’re seeing an almost insatiable need for images. We’re bombarded with images from all sides every day, but how can we use images as a profile carrier?

We often take images for granted. “Can’t we just use something we already have?” “There’s somebody at the office who can take a few snaps for us.” “I’ve found a few really nice pictures on Google.” I’ve heard lots of “good suggestions” in my years in the industry. In this article, I’d like to take a look at brand photography and discuss a few things that people should be bearing in mind when using images to create a new brand. I hope you'll find this useful.

Good images can create an identity

A good, strong logo often takes top priority when creating a brand, and this is often the starting point of the design process. Even so, there are numerous examples of brands where images actually play as big a part – if not a bigger part – in brand communication. Good, strong images and graphics communicate directly and quickly. In a world where digitisation is becoming more and more widespread, we’re seeing an almost insatiable need for images. We’re bombarded with images from all sides every day, but how can we use images as a profile carrier? We often take images for granted. “Can’t we just use something we already have?” “There’s somebody at the office who can take a few snaps for us.” “I’ve found a few really nice pictures on Google.” I’ve heard lots of “good suggestions” in my years in the industry. In this article, I’d like to take a look at brand photography and discuss a few things that people should be bearing in mind when using images to create a new brand. I hope you'll find this useful.

Learn why easy logos aren't always the best ones.

Image base vs. taking photos

There are as many different design processes as there are brands, so you always have to consider what will suit you and your needs. In general, I’d always recommend taking new photos for use as primary images at a general level for a brand. This gives you more chance to create your own style and take the exact photos you need. And not least, you can be absolute certain that nobody else will be using exactly the same photos, so you can take full ownership of your images.

One common argument against using photos actively in this way is that it takes time and it can be a very costly process. Again, you have to look at the process in question and the challenges and needs. Some brands do not need more than a handful of brand images, while the needs of others extend much further.

But when it comes down to it, taking photos doesn’t always have to be really demanding or expensive – in some cases it might even be a more affordable solution. It’s all a matter of planning well and using talented people. I’ve found on several occasions that people can negotiate good prices with photographers if lots of images are needed. With good planning, you can have so many photos taken at once that the price per image is lower than if you bought similar images from an image base. So with this option, you get your very own pictures AND can save money – what’s not to like? And don’t forget, photo shoots can be really good fun.

Image bases have become more and more popular, and with good reason. You can search for and find pictures of just about anything here. The time from finding your image to buying the rights to it and having it at your fingertips is incredibly short. This may be a good solution for many people, particularly when they need a broad range of themes and geographical locations. The option of sending a photographer around to cover all themes isn’t available to everyone. The images in an image base are – naturally enough – taken by lots of different photographers, and in different styles. As a result, creating a uniform style for all the images you want to buy may present a challenge. That said, there are some simple things you can do to manipulate and edit the photos in order to come up with a uniform, consistent style. But I’d like to point out that the biggest problem with using an image base is a lack of exclusivity. There’s a pretty good chance that your competitors will be using exactly the same image as you.

“Taking photos doesn’t have to be really demanding or expensive.”

Copyright and "borrowed" images

The Copyright Act states that the person who took the photo – i.e. who actually pressed the shutter release button – is also the person who owns the rights to it. Just like artists own the rights to their paintings. Lots of people are unaware that this is the situation. Some social websites have come up with their own rules for images uploaded to their sites, but I won’t be looking at that in any great detail here. Even so, there are lots of images online which are readily accessible, and lots of people are in the habit of borrowing these images for various uses. So my advice is always to check who owns the rights to the images you’re wanting to use and what restrictions apply with regard to applications.

"Creating your own photo style can make all the difference for a brand."

Governance and maintenance

It’s entirely possible to create an identity without using images, but this is the exception rather than the rule. Images can both create and build up an identity. These are important visual tools for a brand. Set aside some time to plan your visual identity, and set a budget that will allow you to implement your plan. Learn more about how to build a strong brand identity in our white paper. Work with your design agency to create an image style that’s as unique and as consistent as possible. They know your brand – they may even have created your visual identity. As a result, they should have a good overview and be able to envisage how things should look. They might also be able to suggest exciting new solutions in partnership with a photographer. Serious design agencies often work in partnership with a range of photographers that they know can do a good job, and they can find one to meet your precise needs and challenges. Photography is a strong medium – use it to your advantage.